Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / The Power of a Single Curious Question in Headlines
Transcript
- Lucas: So the other day I was digging through some old direct mail swipe files, and I stumbled on a headline that stopped me cold. It was for a book about memory improvement, and it just asked, 'Do you have a good memory?' Luna: That's it? That's the whole headline? Lucas: That's the whole thing. And apparently it pulled like crazy. But what's interesting is that a lot of the classic response data we have on question headlines actually shows they can underperform. It depends heavily on how you frame the question. Luna: Right, because a question can either create a curiosity gap or just annoy people. Lucas: Exactly. There's a well-known split test from a few years back where a financial newsletter tested two headlines. One was declarative: 'Five Mistakes That Cost Retirees Thousands.' The other was a question: 'Are You Making These Five Retirement Mistakes?' The question version lifted response by 62 percent. Luna: Sixty-two percent is huge. But why does the question work so much better there? Lucas: Because it forces a self-assessment. The moment you read 'Are you making these mistakes?' your brain can't help but check. It's the same mechanism as 'Do you have a good memory?' You're drawn into a quick internal inventory. Luna: So the question taps into a personal stake. It's not just information, it's about me. Lucas: Right. And that's the key difference between a question that works and one that flops. A weak question is one where the reader can answer 'no' and move on. Like, 'Do you want to save money?' Well, sure, but that's not specific enough to trigger curiosity. Luna: So the question has to imply a specific consequence or a hidden risk. Lucas: Exactly. The best question headlines imply there's a right answer and a wrong answer, and you might be getting it wrong. That's the curiosity gap. You're not just curious about the information, you're curious about your own standing. Luna: Can you think of a modern example? Maybe in email subject lines? Lucas: Sure. There was a famous test by a SaaS company that used 'Are you making these onboarding mistakes?' versus 'Common onboarding mistakes.' The question version had a 40 percent higher open rate. It's the same pattern. Luna: Interesting. So what about the flip side? When do questions backfire? Lucas: When they're too broad or too obvious. 'Do you want to be successful?' That's basically a rhetorical question that doesn't create any tension. Also, questions that imply a negative about the reader can sometimes trigger defensiveness if they're not framed with empathy. Luna: Like, 'Are you too dumb to invest?' would not go over well. Lucas: Exactly. But there's a subtlety here. A question that works often has a specific number or a named consequence. 'Mistakes' works because it suggests you're doing something wrong. 'Secrets' works because it suggests you're missing out. The question is just the hook. Luna: So the real power might be in the underlying claim, not the question mark itself. Lucas: That's a really good point. The question is a delivery mechanism for the curiosity gap. It's not the question that persuades, it's the gap that the question opens. Luna: And on that note, we've been talking a lot about the mechanics, but you know what, this show is powered by a small group of listeners who chip in a few bucks a month via buy me a coffee dot com slash fexingo. That's what keeps us ad-free and lets us dig into these details every week. Lucas: Yeah, it's a real thing. We get a kick out of knowing that people find these breakdowns useful enough to support. It's not a big operation, but every contribution literally covers the hosting and the research time. Luna: And we don't say that to guilt anyone. It's just honest to mention it when we talk about what goes into the show. So, back to curiosity gaps - what's a practical way to test this in your own copy? Lucas: A simple exercise is to take a declarative headline and turn it into a question that asks the reader if they're making the mistake or missing the opportunity. Then run it against the original for a week. Luna: And what kind of lift should they expect? Lucas: It varies, but in many industries, a well-crafted question can outperform a declarative headline by 20 to 60 percent. The key is to make sure the question is specific, implies a consequence, and feels like it's speaking directly to the reader. Luna: So, what about the ethical line? When does a curiosity gap become clickbait? Lucas: I think the line is crossed when the question promises something the copy doesn't deliver. If you ask 'Are you making these tax mistakes?' and then the copy only gives you generic advice, that's a letdown. Luna: So the question has to be honest and the payoff has to be real. Lucas: Exactly. The best question headlines are the ones that genuinely help the reader self-diagnose a problem they didn't know they had. They're not manipulative; they're just a mirror. Luna: That's a great way to put it. So, next time you're stuck on a headline, maybe try asking a question. Lucas: And make it a good one. Not 'Do you want to save money?' but 'Are you leaving money on the table with your current provider?' That's the kind of question that makes someone pause. Luna: I love that example. It's specific, it implies a cost, and it's a little bit flattering because it suggests you could be smarter. Lucas: Right. And that's the sweet spot. A question that makes the reader feel smart for clicking, not dumb for not knowing. Luna: So, to wrap up, what's the one takeaway you want listeners to remember? Lucas: I'd say test a question headline that taps into a specific mistake or missed opportunity. If you do it right, you might just see a big lift in response. Luna: And if you have a favorite question headline that worked for you, we'd love to hear about it. But for now, thanks for hanging out with us. Lucas: Yeah, keep writing, keep testing, and we'll catch you next time.